Trackers in the Snow: Cross-Platform Deal for 2010

Arbitron, comScore and Omniture have been commissioned to work with NBC Sports to provide cross-platform audience measurement for the Vancouver 2010 Olympic Winter Games, tracking the network's coverage reach across its broadcast, cable and online platforms.

NBC says it expects to have access to day-after-next results, with a 360-degree view of audience using Arbitron's PPM, comScore's panel-based measurement platform and Omniture's online analytics. Arbitron will also establish a consumer research panel of adults (age 18+) who use broadband Internet access at home.

NBC Universal President, Research and Media Development, Alan Wurtzel comments: 'Olympics audiences are increasingly embracing a cross-platform approach, with a rich mix of broadcast, Web content and online video included in their Olympics experience. This research initiative will help us enhance that Olympics experience through better insights into how our audience accesses events home or away from home, using the television and the Internet.'

comScore Chairman Gian Fulgoni says the initiative is important as 'one of the first to shed light into cross-channel viewing at the individual, as opposed to the platform or household level'. He adds: 'What will matter going forward as the lines between these channels become more and more blurred over time is what the user's collective viewing experience is'.

The Games will be held in Vancouver and other locations in British Columbia, Canada from February 12, 2010 through February 28, 2010.

Web sites: www.arbitron.com , www.comscore.com and www.omniture.com .


The 2008 Summer Games also provided rich territory for pioneering research approaches. For contract wins and new techniques covered by DRNO see KN to Provide Overnight Olympics Ratings, WebTrends Data to Customise Olympic Content, Citius, Altius, Survey Us - NBCU's Olympic Bid, Success for SI's Olympic Bid, AGB Nielsen To Measure Olympic Audiences and Tracking ROI for Olympic Sponsors.